Companies spend billions on advertising every year. But they're not just pushing products—they're selling their brand's "personality," too. Think: Red Bull. What comes to mind? Most people say things like speed...power...hyper...extreme.

Well, a pair of scientists wanted to see if the energy drink's alleged qualities would influence people's performance in a racecar video game—without sipping Red Bull. So they had 70 volunteers race cars with identical specs, but different paint jobs. Four with the logo and colors of a drink—Guinness, Tropicana, Coca-Coca or Red Bull—and one car just plain green.

Polled after the game, the players didn't realize the Red Bull image apparently influenced their driving. Which suggests marketing doesn't just influence a brand’s personality. It could be shaping our personalities, too, without our even knowing it.

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